Swim Kim
ONLINE EDUCATION & ECOMMERCE
Swim Kim is a professional service brand and online education platform dedicated to teaching life-saving swimming skills to adults and parents of young children. As the founder, Kim Shults brings decades of experience as an educator, crafting a comprehensive suite of resources to share her expertise. In addition to Swim Kim, Kim also founded Face in Water, a nonprofit organization that travels globally to teach swimming in areas where access is limited or unavailable. Her mission is to make swimming, as a critical survival skill, accessible to everyone.
My Role
Digital Product Designer
Content Strategist
Marketing Consultant
ECommerce Specialist
The Challenge
To organize and redesign swimkim.com’s educational resources into streamlined products in an ECommerce store.
To advance an online environment that caters to three different types of users: (1) organizations looking for a swim consultant , (2) adults learning to swim, and (3) parents or guardians of small children looking to teach their child how to swim.
To create a website that the founder can manage independently.
Solutions
ECommerce activation including validated fulfillment and shipping processes for both physical and digital products
Reorganize site map and content into user research-based workflows designed for the three main types of users int the swimkim.com ecosystem: (1) organizations looking for a swim consultant , (2) adults learning to swim, and (3) parents or guardians of small children looking to teach their child how to swim.
Competitive market positioning through SEO strategies
My Impact
+23%
Increase in button conversions YoY
+15%
Increase in unique page views QoQ
+4%
Increase in form submissions MoM
San Diego, CA
2024
User Research
Based on real world interactions and feedback from Swim Kim’s customer base and leads
Customers find value in learning life-saving skills but feel apprehensive about a “DIY” approach, leading to potential loss in sales.
Adults looking for breakthrough swimming lessons want to book and engage Kim’s services but want more clarity on what to expect, increasing consumer confidence
SwimKim’s blog posts are a wealth of knowledge but difficult to navigate, resulting in high bounce rates and information overwhelm.
Customers find it helpful that the online course and ebook have supplemental products that aid in learning and teaching. However, users get confused on which ones are appropriate due to the close similarities.
Professionals looking to hire a swim consultant need easier ways to vet candidates’ credentials, suggesting the demand for partnership but pathways are unclear
Competitor Research
SwimKim’s competitors are mainly swim instructors that teach in-person at local swim schools and pools. Kim’s blend of products allow for upsell and increased value-add.
Kim’s target audiences help shape the website in a unique way that showcases the range of her expertise and capabilities, having worked with organizations like the American Red Cross and the US Masters Swimming.
The design of swimkim.com is intentional with the aim to be memorable. The previous brand designer was successful in creating a unique look & feel for SwimKim which has been effective in both the website design and marketing.
User Personas
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User Persona 1
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User Persona 2
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User Persona 3
USER JOURNEY
SITEMAP
Impact and Key Takeaways
+23% YoY
Increase in button conversions and engagement once content was organized into blogs, categories and infused with relevant products.
+15% QoQ
Increase in unique page views since content strategy and SEO have been implemented site wide.
+4% MoM
Increase in form submissions once custom forms were installed, clearly delineating the purpose of the lead: Swim Consulting, Adult Breakthrough Sessions and Non-Profit Outreach